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Novice-Intermediate Level Storytelling Guide for Sales

Updated: Mar 23, 2024

A practical guide to storytelling for sales reps.




Stories work. DocSend improved its sales deck's lead conversion rate by 38% after introducing the element of storytelling in its presentations.


In this 5-minute article, you'll learn about:


- Fact-based vs. story-based selling.

- Appropriate moments to tell stories.

- Steps you can take today to reinforce your sales pitch with action.


No platitudes in the vein of "storytelling is a strong conversion technique."


Just pure experience-sharing.


Enjoy!



How to Employ Storytelling as a Sales Technique


If used right, storytelling becomes a persuasion technique.


Need evidence? Check out these real cases:


B2B example: Mastercard's 1997 iconic "Priceless" campaign catapulted an irrelevant company into the top-of-the-mind payment operator.
B2C example: Consumers are willing to pay more and acquire more for products whose descriptions are story-rich rather than feature-rich.

Some sales reps remain skeptical about the practicality of storytelling. Reasons for this vary.


One issue is the lack of storytelling experience among sales reps, resulting in poorly delivered and unengaging narratives. This involves challenges such as lacking experience in intonation, pacing, or digressing too much from the main topic.


Another issue could arise from the inappropriate timing or situation of using stories. I once found myself in an awkward situation where a bank teller suggested that I use their credit services. She painted an enticing picture of me buying my dream house or going on an extravagant vacation. However, this came just moments after I had mentioned being a student without a stable income. This clear lack of tact on her part was quite cringe.



Fact-Based vs. Story-Based Selling


Fact-based selling is when you bring stats, figures, and logic to convince a prospect.


In the opposite corner, story-based selling involves coming up with narratives that are relatable to your buyers.


Selling transgresses one's personal space. Few enjoy being sold to, and it's particularly uncomfortable to have a stranger encroach on your personal space.


But—


Stories have the magical property of instantly captivating customers' attention and lowering their guards. Something in our brains just magically switches when we hear the phrase "Let me tell you a story..."


As a consumer, in both the B2C and B2B models, I appreciate a well-told story that provides deeper insight into my purchases. If I have such needs, rest assured many others do too.



The Role of Storytelling in Sales Pitches


There are three reasons to tell stories to customers.


1) Close the deal


A well-timed and relevant story creates an emotional bond with the buyer. This results in a sales pitch that feels a tad less pushy and increases the chance of closing the deal.


2) Fill the awkward silence when a client wobbles


A story can help continue the conversation with a client when there's awkward silence. Share a personal or business story addressing their hesitation to tip the balance in your favor.


3) Give the client something to ponder when the meeting ends


Even if the transaction isn't closed right away, sharing a story at the end of a meeting can create a lasting impression on the client, giving them something to ponder until your next interaction.



What Affects the Effectiveness of Stories on Sales


1) Time needed to make a decision


Significant purchases like a home, car, essential SaaS tool, or vacation involve a lengthy sales process. Clients are wobbly, and such situations call for a good story to rescue the situation.


2) Value of the purchase


Stories are more effective for high-value products as low-cost items are usually bought out of necessity or impulse. There's no point in telling a brand story to sell a pack of chewing gums.


3) Cultural differences


Polychronic cultures (such as China, Africa, or South America) are more inclined toward storytelling than monochronic nations (like the USA, Germany, or Scandinavia.) This difference may stem from communication styles. Monochronic societies are direct in conversation, often cutting people in between sentences, while polychronic societies wait for others to finish speaking before joining in.


Click here to learn about designing story-like slide presentations.

Action List


Enough with theory. Let's get down to work.


To start supporting your sales with storytelling, first identify all possible objections your prospects may have toward your proposal, product, or service.


Next, you'll need a story bank. Think up multiple stories that address your prospects' doubts and questions. Memorize them all. The next time a customer has doubts about your offer, you'll have an ace up your sleeve ready.


Begin each story with a hook. This could be a question, statement, a quote, or a stat. Writing hooks is a craft in itself, easier said than done (that's what copywriters are for,) but it's really all I can say at this moment.


Four to six sentences are usually enough to send the message across and establish a connection.


Good materials for stories are records of how you helped your customers succeed. Another solid option is the imagine-if type of stories like "Imagine if ... you could then ... In the end, you'll be ..."


Give yourself an extra 5 minutes to read my guide on structuring stories using the CAT formula. Click here.


Takeaway


If you've been using lots of facts in your business talks and want to make them more interesting for customers, try using storytelling.


Using stories can bridge the trust gap with your potential customers.


Additionally, storytelling can positively influence how they perceive your brand.


You may or may not agree with my perspective, but stories helped me sell $15,000+ travel packets, chili sauces, and pitching for nine-to-five jobs.


If you find this guide helpful, consider including it into your onboarding program for new sales reps and providing a link to this page (thank you.)



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If you liked this article and have a big heart for helping others, share this content on your social media. Don't forget to check my other 5-minute reads as well. Thank you!

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©2024 Anthony Chiu: copywriter, storyteller, communication designer. Created with Wix.com

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